Co-op takes unconventional approach to summer ads with Christmas theme
The Co-operative Group is launching an unconventional Christmas themed summer ad campaign to boost flagging food sales.
The ad, created by Leo Burnett, is backed by the Christmas song “It’s the most wonderful time of the year” and features scenes that reinterpret traditional Christmas images with a summery twist.
It shows a young girl making a snow angel but in sand, a couple kissing under mistletoe – except with salad leaves and instead of a festive meal, the family is enjoying an outdoor barbecue.
The supermarket wants to suggest that summer is actually the best time of the year for families. The Co-op recorded its fourth consecutive quarter of falling food sales earlier this month and is hoping to revive the business.
TV ads break on Wednesday 26 June alongside outdoor, press, digital and in-store promotional activity.
The campaign highlights The Co-op’s summer ranges including fresh meat, barbecue and outdoor eating ranges and summer drinks.
The Co-op is also running a ‘12 days of Christmas’ style Twitter campaign offering 12 days-worth of prizes to be won by fans and an Advent style campaign will run on Facebook throughout July. An Instagram competition invites fans to send in pictures of summer meals.
Helen Nunn, head of marketing for The Co-operative Food, says the ad, which is the latest instalment of its Here for You For Life brand campaign, reflects that The Co-op is “here for everyday food needs and the usual routine, and here for the spontaneous moments … whatever the occasion.”